Three Gold awards were presented at last night’s APG Strategy Awards ceremony in Sydney, recognising: Angela Morris from J.Walter Thompson Sydney for NSW Rural Fire Service; Ali Tilling, Hugh Munro and Christina Aventi from BMF for ALDI Australia and Matt Furlong from UM for the Art Gallery of NSW.
This year the awards were overhauled to reflect the many roles of the modern strategist and the value of their strategic influence. This saw new categories created to recognise business, connections and responsive planning in addition to brand and campaign planning. The shortlist of 23 included cases in all four categories.
In addition to the three Golds, Four Silver and five Bronze awards were also presented. Plus four special prizes and three judges awards.
In another departure from tradition, the judges decided that they did not want to single out one case for Grand Prix, but rather put focus on the trio of Golds, because together they brilliantly showcase the diverse influence of planning across different types of client challenge.
Here is what they said about each Gold winning case:
Turning Apathy into Action for NSW Rural Fire Service by Angela Morris, J.Walter Thompson
The judges said, “This case stood out as a perfect example of strategy influencing creative and outcome through ‘different gears of thinking’. Planning redefined the problem and shaped a brilliantly effective solution via a hard won insight and clever strategic combination of repositioning and reframing. ”.
How ALDI embraced haters to convert thousands for ALDI Australia by Ali Tilling, Hugh Munro, Christina Aventi, BMF
“The judges were impressed by the role of planning here in disproving default logic – that you should fuel your advocates. And instead, through a fantastic insight, planning identified the power of hate, guiding the client to buy a new and brave ‘detractor’ take on the testimonial narrative.”
The Greats for Art Gallery of NSW by Matt Furlong, UM
“This case showed excellent use of data to tap into a high unlikely partnership, that informed a unique engagement approach to win over a cynical audience. Beyond pure connections planning, this thinking unlocked a new connections channel, inspired a new product and even a new way to experience art.”
Speaking on behalf of the APG Judges, Jamie Mackay partner & chief strategy officer- BWM Dentsu summed up:
“This year we have awarded cases that demonstrate excellence in some of the different ways that strategic influence can add value to our clients’ businesses – and we look forward to an increasing amount of diversity in entries in the future, as our role continues to evolve. ”
The APG Strategy Awards are powered by the Communications Council’s Account Planning Group.
2016 APG Strategy Award Winners
GOLD
Entry Title: Turning Apathy into Action
Advertiser: NSW Rural Fire Service
Category: Brand and / or Creative Planning
Authors/Presenters: Angela Morris
Agency: J. Walter Thompson
Entry Title: Only the Brave: How ALDI embraced haters to convert thousands
Advertiser: ALDI Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Ali Tilling, Hugh Munro, Christina Aventi
Agency: BMF
Entry Title: The Greats
Advertiser: Art Gallery of NSW
Category: Connections Planning
Authors/Presenters: Matt Furlong
Agency: UM
SILVER
Entry Title: Turning Around a Four-Year Decline by Reading Between The Lies
Advertiser: Weight Watchers
Category: Brand and / or Creative Planning
Authors/Presenters: Emily Field & Jennifer Rhodes
Agency: BMF
Entry Title: The Idea That Cost Sportsbet Millions
Advertiser: Sportsbet
Category: Brand and / or Creative Planning
Authors/Presenters: David Warren
Agency: BMF
Entry Title: Challenging Australians to Rethink Role Models
Advertiser: Samsung Electronics Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Celia Garforth
Agency: iris Sydney
Entry Title: Make LEGO the Star of Christmas
Advertiser: LEGO
Category: Connections Planning
Authors/Presenters: Chris Colter
Agency: UM
BRONZE
Entry Title: How Planning Kicked Goals On The Toughest Playing Field In Advertising
Advertiser: CrownBet
Category: Brand and / or Creative Planning
Authors/Presenters: Josef Wimberger
Agency: AnalogFolk
Entry Title: Violence Against Women: Let’s Stop it at the Start
Advertiser: Australian Government – Department of Social Services
Category: Brand and / or Creative Planning
Authors/Presenters: Hugh Munro, Kathy O’Donoghue
Agency: BMF & TNS
Entry Title: Revitalising a brand from the inside out
Advertiser: NBN Co
Category: Brand and / or Creative Planning
Authors/Presenters: Moensie Rossier, Megan Hales
Agency: BWM Dentsu
Entry Title: How software Innovation helped lift the veil on insurance to justify the value of NRMA Home Insurance
Advertiser: NRMA
Category: Business Planning
Authors/Presenters: Jamie Watson, Lauren Thompson
Agency: M&C Saatchi Sydney
Entry Title: Young Mens Project
Advertiser: Youth Focus
Category: Business Planning
Authors/Presenters: Melanie Wiese
Agency: Meerkats
SPECIAL PRIZES
Best insight or input
Entry Title: Only the Brave: How ALDI embraced haters to convert thousands
Advertiser: ALDI Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Ali Tilling, Hugh Munro, Christina Aventi
Agency: BMF
Best use of Data
Entry Title: How software Innovation helped lift the veil on insurance to justify the value of NRMA Home Insurance
Advertiser: NRMA
Category: Business Planning
Authors/Presenters: Jamie Watson, Lauren Thompson
Agency: M&C Saatchi Sydney
Best approach to research
Entry Title: Young Mens Project
Advertiser: Youth Focus
Category: Business Planning
Authors/Presenters: Melanie Wiese
Agency: Meerkats
Best strategic collaboration
Entry Title: Violence Against Women: Let’s Stop it at the Start
Advertiser: Australian Government – Department of Social Services
Category: Brand and / or Creative Planning
Authors/Presenters: Hugh Munro, Kathy O’Donoghue
Agency: BMF & TNS
JUDGES AWARDS
Best Written Paper
Entry Title: Challenging Australians to Rethink Role Models
Advertiser: Samsung Electronics Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Celia Garforth
Agency: iris Sydney
Best Presentation
Entry Title: Turning Around a Four-Year Decline by Reading Between The Lies
Advertiser: Weight Watchers
Category: Brand and / or Creative Planning
Presenter: Emily Field
Agency: BMF
Best ‘against the odds’
Entry Title: Revitalising a brand from the inside out
Advertiser: NBN Co
Category: Brand and / or Creative Planning
Authors/Presenters: Moensie Rossier, Megan Hales
Agency: BWM Dentsu
